WATSONVILLE, Calif.--(BUSINESS WIRE)--Driscoll’s, the leading brand of fresh, delicious berries, revealed today the Minneapolis-St. Paul metro area is the raspberry consumption capital of the country. According to syndicated category data reported by The Nielsen Company*, the Twin Cities market consumes 132 percent more fresh raspberries per household than the national average. The data also uncovered that it’s one of three metro areas that consistently ranks across top 10 lists for highest weekly store sales of strawberries, raspberries, blueberries and blackberries.
To engage residents’ devotion to berries and love for nature and all its goodness, Driscoll’s selected the raspberry-devout Minneapolis-St. Paul market to launch #BerryTogether, a national campaign featuring an integrated approach of combining live, in-person experiences with digital extensions that inspire bringing people together.
To kick off in a uniquely Twin Cities way, Driscoll’s drew inspiration from locals’ love for berries and their top- ranked park system, making a “picnicking in the park” theme a natural choice. In collaboration with Minnesota-based artist Shawn McCann, the brand created an immersive 3D experiential picnic art installation in Mears Park encouraging people to come together to receive a surprise berry reward. The theme pays homage to the Twin Cities incredible outdoor spaces and highlights an iconic summertime activity, while the concept of the mural supports the idea that berries are better when shared together. Footage capturing authentic interactions with the 3D installation can be viewed on Driscolls.com/berrytogether.
“In identifying a launch location for our new #BerryTogether communication strategy and campaign, we were instantly drawn to our brand advocates in Minneapolis-St. Paul whose appetite for berries is unmatched and who exude the same passion for sharing fresh, delicious berries, that we do.” says Frances Dillard, director of marketing and Driscoll’s global brand lead. “That berry loyalty, coupled with locals’ enjoyment of spending time together truly embodies what #BerryTogether is all about.”
The Twin Cities is the first stop in a nationwide series of live #BerryTogether moments recognizing the top 10 metro markets that consistently drive the most weekly store sales of fresh strawberries, raspberries, blueberries and blackberries in the U.S. Additional exclusive Minnesota campaign highlights include:
- Minnesota Exclusive #BerryTogether Sweepstakes: To encourage even more shared berry moments, Driscoll’s is hosting a Minnesota-based #BerryTogether Sweepstakes for a chance to win some berry magical treats. One grand prize winner will receive a 4-night stay at Madden's on Gull Lake, which includes a Berry Bonanza Day featuring fresh Driscoll's berry treats and exclusive surprises. Four first-prize winners will receive Driscoll’s fresh and delicious berries for a year. To learn more about the sweepstakes and for your chance to enter please visit www.berrytogether.com.
- Berry Beautiful in Minnesota: Locals will also have the chance to meet the brains behind Driscoll’s berries, a group of researchers, breeders, agronomists and scientists collectively known as the “Joy Makers,” at events with retail partners throughout the city. They can also spot the fresh berry favorite on wrapped Light Rail cars and in the pages of Minnesota Monthly magazine in the months to come.
You can find more information on #BerryTogether and the top 10 berry-loving metro areas, view the video of the Driscoll’s social experiment in the Twin Cities and enter the #BerryTogether contest online at www.berrytogether.com. Be sure to follow Driscoll’s on Facebook, Twitter, Instagram and Pinterest for brand news, recipes and berry joy.
Driscoll’s is the global market leader of fresh strawberries, blueberries, raspberries and blackberries. With more than 100 years of farming heritage and hundreds of independent growers around the world, Driscoll’s is passionate about growing great tasting berries. Driscoll’s exclusive patented berry varieties are developed through years of research using only natural breeding methods. Driscoll’s is the trusted brand for Only the Finest Berries ™.
*SOURCE: Measured by weekly berry sales per store. Calculation based in part on the Syndicated Berry category data reported by Nielsen through ScanTrack Service for the calendar year of 2016 ending 12/31/2016, for the Syndicated Major Markets and Extended All Outlets Combined. Copyright © 2017, The Nielsen Company.